Sporting goods retail in India - statistics & facts
Picture a group of children engrossed in a match of galli (street) cricket kitted out with a bat, tennis ball, and chappals (flip-flops). Cut to state-of-the-art sports clubs with members geared up in trendy athleisure and branded sneakers. These starkly contrasting images reflect the drastic transformation the sportswear industry in India has undergone over the past two decades.
The Jalandhar-Meerut belt is the main sports goods cluster, accounting for over 75 percent of the production in the country, with other units scattered across the rest of India. Most are micro, small, or medium-sized companies, making market shares and revenue shares difficult to decipher. Some of the leading domestic brands, however, include Cosco, Nivia, Bhalla International, and Sareen Sports.
Resulting in a steady share increase in the organized segment, sporting goods recorded one of the highest growth rates in the country’s retail industry in recent years. It has also caught the attention of Reliance Retail. The retail giant’s potential entry into the segment was predicted to disrupt the market.
This fine balance creates the perfect ground for success among leading market players. Furthermore, initiatives such as the Make in India continue bringing in investments and policies necessary to support the growth of the sector.
Small businesses meet global sporting goods supply
Split between the organized and unorganized sectors, the market for sporting equipment, sportswear, and footwear in India was largely fragmented. Sporting goods produced by Indian players were largely exported, including inflatable balls, chess boards, equipment for swimming, hockey, boxing, and fishing among others.The Jalandhar-Meerut belt is the main sports goods cluster, accounting for over 75 percent of the production in the country, with other units scattered across the rest of India. Most are micro, small, or medium-sized companies, making market shares and revenue shares difficult to decipher. Some of the leading domestic brands, however, include Cosco, Nivia, Bhalla International, and Sareen Sports.
As global as possible, as local as necessary
With global players entering the Indian market in the 1990s, popular sporting brands including Nike, Puma, Reebok, and Adidas were the go-to for the upper-middle strata of sports enthusiasts. Decathlon entered the Indian market in 2009, closing the gap for branded, more affordable products. The increasing popularity of other sports in the country at the time, and a trend towards more active and healthy lifestyles among the urban population. This threw the sporting goods sector wide open and brought activities like camping, running, hiking, and climbing into the average Indian’s fitness and hobby routines.Resulting in a steady share increase in the organized segment, sporting goods recorded one of the highest growth rates in the country’s retail industry in recent years. It has also caught the attention of Reliance Retail. The retail giant’s potential entry into the segment was predicted to disrupt the market.
Online retail revolution feeding sports
India’s online revolution changed its retail landscape drastically, impacting channels for sporting goods, sportwear, and footwear. While most consumers prefer to shop online, what makes the offline experience attractive is community engagement and events. Cricket, football, and kabaddi matches at venues across the country promote merchandise, while events to promote healthy lifestyles not only bring customers to stores but also reinforce brand recall.This fine balance creates the perfect ground for success among leading market players. Furthermore, initiatives such as the Make in India continue bringing in investments and policies necessary to support the growth of the sector.
